Because it’s a Monday and everyone’s still hungover from Cannes and the most crushing tie in World Cup history, here’s ESPN SportsCenter’s attempt to go big on that “shareable content” concept with the help of a French acrobatic trend that hit its peak almost exactly a decade ago.
Behind the scenes brand placements? Check. Impressive physical stunts? Check. “Guest appearances by former NBA star Rip Hamilton, University of Connecticut’s mascot Jonathan the Husky and SportsCenter anchor Steve Levy?” Check. The rebrand did its job, because before we watched it we might not have been able to tell you whether SportsCenter was still on the air.
(Creative work by Contagious/Shareability, the YouTube-focused production company behind some of your favorite recent viral hits.)